When Procter & Gamble Cut $200 Million in Digital Ad Spend, It Increased Its Reach 10%

Unilever is also reevaluating its budget

2018 is already shaping up to be a year when both Procter & Gamble and Unilever, two of the biggest CPG brands in the world, are demanding more out of their digital advertising by putting pressure on platforms and asking agencies to clean up their act.